SPSS Conjoint

IBM® SPSS® Conjoint helps market researchers increase their understanding of consumer preferences so they can more effectively design, price and market successful products. It enables them to model the consumer decision-making process so they can design products with the features and attributes most important to their target market.

SPSS Conjoint includes procedures that can help researchers:

Design an orthogonal array of product attribute combinations using ORTHOPLAN, a design generator.

Produce and print cards that study respondents can use to sort, rank or rate alternative products.

Analyze research data using conjoint analysis, a specially tailored version of regression.

Orthogonal design

The output for the orthogonal design has one row for each profile, with the factors displayed as columns. A footnote lets the experimenter--but not the other test subjects-- know which cases, if any, are holdouts.

Results table

Simulation cases

The real power of conjoint analysis is the ability to predict preference for product profiles that weren't rated by the subjects. These are referred to as simulation cases. Simulation cases are included as part of the plan, along with the profiles from the orthogonal design and any holdout profiles.